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YouTube Shorts gets long look

Future. Creators are discovering that YouTube Shorts is blowing up, and they want in on the action. The wave of popularity may attract even more creators from other rival platforms. If Shorts can reach the heights of TikTok, creators may be able to experiment with longer-form videos that wouldn’t have gotten as much traction without the help of their viral Shorts.

Audience in waiting
Although it was relatively late to the creator wars, YouTube Shorts is 4.85%experiencing explosive growth… which is attracting more creators to the fold.

• TikTok stars 3.35%Alyssa McKay (8.5 million followers), 2.73%Katie Feeney (6.3 million), and 3.17%Hannah Montoya (3.8 million) have gone from less than 50K subscribers to hundreds of thousands on YouTube in 30 days after posting Shorts.
• Network Effect agency co-founders Brian Mandler and Brian Nelson were behind the push for the creators to post on YouTube Shorts, reasoning that YouTube is still the “gold standard” for influencers to monetize.

Mandler, who used to work at YouTube, says, “Madison Avenue, at large, really understands the value of a YouTube following and understands the value of a YouTube view. There is only benefit to having a really large YouTube following.”

On the clock
YouTube Shorts has only been around since late 2020, where it launched in beta in India. Since then, it has expanded to over 100 countries and counts 15 billion daily views. It’s that scale that makes Shorts such a contender to similar platforms like TikTok and Reels. And, with Shorts still in its infancy, popular creators can gain a quick toehold, unlike the already saturated TikTok.

Additionally, YouTube’s upcoming $100 million Shorts creator fund is a juicy draw. YouTube hopes to reel in 3,000 creators and pay up to $10,000 a month. Stil, that number is a far cry from TikTok’s own $1 billion creator fund. YouTube may need to step up if it hopes to win.